Situational Overview Burleson is an established city whose borders lie within southern Tarrant County and northern Johnson County. Burleson has experienced tremendous commercial and residential growth in the last twenty years and is poised for more due to its location along Interstate 35-W and an additional 28.29 square miles in the city’s extraterritorial jurisdiction. Burleson has a deep history which is very evident in the amount of founding families that have descendants who still live in the community and the preservation of founding family’s homes and Burleson’s Old Town area. The city provides a large variety of services to the community which includes your common city services such as water, streets, library to specialty services such as a golf course, senior center, farm and art center, recreation center and a restaurant at the golf course. City departments are located throughout the city in a variety of buildings which tends to lead to a lack of inconsistent branding and communications. Maintaining an accurate and consistent flow of information about the city to internal stakeholders is necessary for the communications plan to be successful. The city would like to bring more awareness to its amenities, success stories and community events. Burleson is fortunate that the community is served by a local newspaper, Burleson Star, to help distribute information. However, the city does not have a dedicated media representative at The Star-Telegram or other major broadcast media outlets. Burleson has introduced new communication initiatives in recent years and is always exploring how to deliver timely information about city council activities, initiatives and other news. One of the recent tools launched was a redesign of the city’s website. The challenge that the website creates is the branding of the site does not match the current Burleson logo and there are no plans to integrate the website branding citywide. There are opportunities for improvement with the branding of current communications vehicles (website, social media, e-newsletters and signage, etc.) and consistency of a message with the development of a city mission statement and official tagline adopted by the city council. The city’s brand will need to be fully embraced by the city and better known among key audiences, including both internal and external stakeholders. CITY OF BURLESON
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Marketing & Communications Strategic Plan